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1. Write news stories and photo captions in the third person, active voice and in a straightforward, concise way.
2. Write “for the ear.” Whether one reads a story on radio or TV or in “the mind’s ear” via print, it should be pleasing to the ear. It should have simple, clear, generally short sentences and be easy to understand.
3. Genuinely approach a story as if the reader is completely unaware of the elements involved so that you explain everything sufficiently. Even with something as simple as the name of a school, it’s important to be clear. Since most school districts in western Kentucky have a “Central Elementary” and since our publicity often crosses county lines, it’s best to refer to our school as “Graves County Central Elementary” when writing for publication or broadcast outside our own web site, TV station, etc. Answer who, what, when, where, why, and how.
4. The first words of the paragraph draw the most attention. So, don’t waste the opportunity with words like “Thursday…” or “In their spare time…” Instead, lead with what’s most important. To publicize our schools, that often is the name of the school. E.g., “Graves County Middle School students read 4 million pages last year.”
5. The last words in an article or photo caption also are important. Rather than ending the story with “‘Everybody did a great job! It’s a special day at Graves County High School,’ Madding said” it’s far more effective to end this way: “Everybody did a great job!” Madding said. “It’s a special day at Graves County High School!”
6. Use the active, rather than the passive, voice with verbs that paint pictures. Use definite, specific, concrete language. Strive for clarity and accuracy. Language can be descriptive but use of adjectives and adverbs is often questionable because it frequently involves opinion.

What tips would you add to these concerning words and news writing?